Rolex is a luxury Swiss watchmaker known for its high-quality timepieces. It was founded in London in 1905 and established itself as a leader in watchmaking through innovations like being the first waterproof watch. Rolex uses strong branding, exclusive distribution channels, and brand ambassadors like athletes and celebrities to market to wealthy customers and position itself as a symbol of prestige, luxury, and adventure. While its high prices, style limitations, and reliance on mechanical movements present weaknesses, Rolex maintains a dominant market share through commitment to excellence, reputation, and managing supply to increase demand for its exclusive timepieces.

1. Case Study on “Rolex
Marketing
Muhammad Mostafizur Rahaman

2. Contents
Background of the Case
Branding of Rolex
Marketing Strategy
Market Segmentation
Product Classification & Features
Channel Distribution & Promotion

3. Background of watch
It is difficult to imagine a world without clocks. People in the modern
economy depends on the ability to measure time.
 Obelisk Shaped Sundials (Egypt)
 Mechanical Clock (Italy & England Mid Fourteenth Century)
 Wrist Watch (Queen of Naples)
 Over the 700 years – Swiss Jura

4. Switzerland & Watch
 Watch making in Switzerland was introduced in the middle of the sixteenth
century by the Huguenots.
 Around 1785 some 2000 persons worked in the watch making industry of
Geneva
 The late seventeenth and the late eighteenth centuries, the center of the
world watch industry was Britain.
 By 1901 Switzerland was again the most efficient producer of mechanical
watches.
% of Watch Production Total % of Mechanical Watch Production
Switzerland Japan Hong Kong Others Switzerland Japan Hong Kong Others
15% 19%
0%
9% 4%
55%
22%
77%
1993 World Production of Watch and Movement in Value (Millions Swiss Francs)

5. Hans Wilsdorf & Rolex
 Hans Wilhelm Wilsdorf was born on March 22, 1881, in Kulmbach near
Nurnberg in Germany.
 In London, Wilsdorf met Alfred James Davis, They started a watch trading
company, Wilsdorf and Davis Ltd in 1905. The Rolex name was registered
in 1908.
 In 1912 Wilsdorf signed a deal for $500,000 to buy wristwatch movement
from Aegler.
 In 1926 Wilsdorf started to use the word “Rolex” on the dials.
 The name Rolex is recognized around the world. It has become an icon of
beauty, quality, accuracy, style, and taste.

6. Branding
Developing a brand strategy can be one
of the most difficult steps in the
marketing plan process. It's often the
element that causes most businesses
the biggest challenge, but it's a vital step
in creating the company identity. The
brand identity will be repeatedly
communicated, in multiple ways with
frequency and consistency throughout
the life of the business.

7. Rolex as a Brand
Rolex can Build a strong Brand
Image by :
 Oyster Rolex (Greatest Triumph in
Watch Making)
 Aquariums in retailers window
 Swiss Water Polo Team (1930)
 Swiss Alpinist Team
 Paul Newman (1960)

8. Marketing strategy
Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should be centered around
the key concept that customer satisfaction is the main goal.
The following Marketing Strategy Rolex follow to get a
sustainable position in the market
 Single Market Strategy (Rich, Athletes, Celebrities Etc)
 First in Strategy (Waterproof Patent)
 Market Opportunist (Harwood’s Company)

9. Brand Ambassador
Swiss Made Luxury Market
Exclusive Customer Luxury Adventure
Fashion Prestige Sports Bond 007

11. (+) (-) (+) (-)
1534.1 1507.6 1482 1.80% 3.50%
896.7 997.4 978 -10.10% -8.30%
556.7 610.4 667.4 -8.80% -16.60%
538.7 519.7 468 3.70% 15.10%
515.9 580.6 718.7 -11.10% -28.20%
212.2 221.3 176.4 -4.10% 20.30%
127.1 101.7 103 25.00% 23.40%
59.8 73 58.6 -18.10% 1.90%
Table: World distribution of Swiss watch export

12. 6
5
4
3
Growth 2001-2003
2
Growth 2002-2003
1
0
-1

13. Product Classification - Rolex
EXPLORER: With 24-hour red auxiliary needle,
To facilitate night adventure lovers to identify.
SUBMARINER :Water deeper than 300 meters.
With rotating outer ring to facilitate the
calculation of time
GMT MASTER : Not only to display two time zones
simultaneously the time clock can be independently moved to
another time zone, without moving the minute hand and second
hand.
COSMOGRAPH :As a multi-functional watches, can meet the
engineering, sports and business and other needs.

14. Product Classification
1. Pocket & Purse Watch (Jeweler y)
2. Wrist Watch (Premium & Sports)
With following Features :
 Accuracy (Chronometer)
 Quality (Swiss Made)
 Design (1933, The Masterpiece of Watch
Championship)
 All Proof (Greatest Triumph in Watch Making)

15. Channel Distribution
Executing an effective channel sales strategy is a critical component of a successful
channel business endeavor. Its formulation and design depends on thorough and
careful analysis and planning. It follows certain steps that begin with understanding
your channels, down to the continuous management of recruited partners.
Probably one of the most vital and challenging steps in formulating channel sales
strategy is selecting the potential channel partners.
Channel development of Rolex by following examples:
 1905 imported movement ,case & dials. After assembled
in Clerkenwell then retailers sales using their name on
the dial.
 Creating foreign subsidiaries in 1920.
 Via International Red Cross

16. Promotion
Promotion is one of the four elements of marketing mix
(product, price, promotion, distribution). It is the communication link between
sellers and buyers for the purpose of influencing, informing, or persuading a
potential buyer's purchasing decision
Rolex use Brand
Ambassador to promote
its Product
 Swiss Water Polo Team
(1930)
 Swiss Alpinist Team
 Newspaper

17. SWOT of Rolex
Strengths Weaknesses
•Quality • Style limitations
•Commitment to Excellence : The Rolex name • High price limits market
itself is well established • Myopic Management
•Reputation : Well known name.
•Manage demand
•Swiss-Made : It is considered a luxurious item
•Mechanical Movement
•Advertising
•Loyal customers
•Market share leadership
•Unique products
•Strong financial position
•High R&D
•Innovation
Opportunities Threats
•Desirability Diminished Relative to other
•Expansion of Luxury Brands Luxury Brands
•Lower Price Levels •Change in trend : Cheaper technology ,
•Market Share Snapshot Economic slowdown
•Maintain Exclusivity of Brand •Product substitution
•Expensive, flashy items are seen as wasteful
and frivolous

18. Conclusion